The leads that are still with you at this stage are interested in what you offer, and you can move to engaging with them on a more personal level. This content might include case studies, white papers or videos.īoFu = Bottom of the Funnel, where you go for the sale. At this stage, you are still providing educational content but also starting to position yourself as a solution and establish credibility. The goal is to draw in a large audience through answering common questions and solving problems. ToFu = Top of the Funnel, which is where you attract prospective leads through informational pieces like blog posts, articles and eBooks. We’ll start with ToFu, which along with MoFu and BoFu refer to the stages of the Inbound Marketing sales funnel: With that in mind, you’re probably reading this thinking, “WIIFM?” (What’s In It For Me?) So, let’s define some acronyms! A good rule of thumb: if you’re not absolutely sure that readers will be familiar with an acronym, then spell it out. Since when you’re writing online you don’t always know who your readers are going to be, it’s hard to say how familiar they will be with even the most common acronyms.
The key in that case is to consider your reader. While it’s important to know these terms yourself and be able to toss them around with others in the marketing biz, it’s a whole other story when it comes to writing for a more general audience. But if you’re going to be communicating with people in the content marketing world, you’ve got to be prepared to speak the language.
Remembering the difference between CPC, CPL and CPM can make you feel like you need CPR. If you think ToFu is something you might find in your miso soup, and SWOT is what you do to a mosquito, then it might be time to brush up on your marketing acronyms.Įvery industry seems to have their own secret language of jargon and acronyms, and the marketing realm is certainly no exception.
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